The document summarizes the evaluation of a PR campaign for Bone Cancer Awareness Week 2012 run by Aberfield. The campaign objectives were to improve awareness of primary bone cancer and the role of BCRT, and to raise awareness of delayed diagnosis by GPs. The strategy focused on early diagnosis by GPs, targeting families with children. Elements included media materials, a new report on survival rates, and social media efforts. The campaign achieved over 100 media items reaching 41 million people, with high message penetration, and significant increases in online engagement.

1. Bone Cancer Awareness Week 2012:
PR campaign evaluation
http://www.aberfield.com/about-us

2. Campaign objectives
Use Bone Cancer Awareness Week to improve
awareness and understanding of primary bone
cancer and the role played by the BCRT
Raise awareness of the issue of delayed diagnosis
by GPs, which impacts on survival rates, and the
need for faster x-ray referrals

3. The strategy
More than 450 people – mainly children and young adults –
diagnosed with primary bone cancer each year
Only around half will survive the next five years
Campaign to focus on the key issue of early diagnosis by GPs
Key audience = families with children
“Awareness Week” wouldn’t generate enough media interest
So we created a great news angle, supported by case studies

4. Campaign elements
•Created a media fact sheet for journalists
•Launched a new report into survival rates to kick the week off and underpin
campaign activity
•Ran a targeted media relations campaign which brought key messages to life
with real case studies
•Used BCRT experts to support case studies in interviews
•Drive on social media channels to reiterate campaign messages
•Survey into awareness of bone cancer facts

5. 100+ items of media coverage

6. 41 million reached

7. Media coverage – YOY comparison

8. TV coverage

9. In the news…

10. In the news…

11. Message penetration
87% of the media
coverage carried the key
message about survival
rates and the call for
faster X ray referrals
97% said that PBC often
goes misdiagnosed by
GPs
92% name-checked BCRT or
featured a link to the BCRT
website for more information

12. 60% increase…
…in Google searches for Bone Cancer
Awareness Week (vs 2011)

13. Website traffic up 300%
Tripled amount of visitors in comparison to 2011
o
k
o

14. Facebook ‘fans’ tripled
• Number of Facebook ‘fans’ up 340% on the previous week
• 707 people actively engaged with the page

15. Facebook engagement

16. http://www.aberfield.com
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